Solution Manual for Practice of Public Relations

12th Edition Seitel 0133083578 9780133083576

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Chapter 6: Ethics

Teaching Perspective

Chapter 6 deals with the quality that differentiates public relations from most other
practices: ethics. Today, with communications standards sagging, business leadership
reputations skewered, and lying becoming more commonplace—no subject is more
important for public relations professionals and students.

The ethical problems of the CEOs, sports stars, political figures, celebrities, even
the Catholic Church -- have had a profound impact on society. It’s one thing when a
celebrity icon like Tiger Woods or David Letterman admits to questionable behavior. But
when the chief executives of some of America’s most influential companies admit to
cooking the books, duping the public, and outright lying to the shareholders, something is
very wrong in our society.

In general, public relations practitioners in their unique role of representing both

the organization’s and the public’s best interests, must be ethical in all that they do. This
chapter, then, talks about the implications of ethics in public relations as well as in
business, journalism, government, and organizations generally.

Subject of the From the Top interview in Chapter 6 is legendary New York
practitioner Howard J. Rubenstein. Subject of the case study is Hewlett-Packard and how
it grappled with the ethical misdeeds of former CEO Mark Hurd.

Among topics discussed in Chapter 6 are:

Doing the right thing

Ethics in business
Corporate codes of conduct
Corporate social responsibility
Ethics in government
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 Ethics in journalism
Ethics in public relations

PR Ethics Mini-Case: The Sad Memoir of Scott McClellan

By all accounts, Scott McClellan was a real nice guy.

But that didn’t make him a good press secretary or even an acceptable one.
McClellan’s problems in controlling the obstreperous White House press corps were well
documented. He simply couldn’t do it, especially representing a George W. Bush
Administration, with which many reporters disagreed and found suspicious.

Nonetheless, one thing for which President Bush was never accused was “lack of
loyalty.” He famously stuck by people, like Scott McClellan, who had worked with him
since the early days in Texas.

Bush’s loyalty, in particular, was one reason why McClellan’s turning on him
with a tell-all memoir was so reprehensible. In public relations, your client’s business
should stay confidential – between you and him. Scott McClellan violated that precept
and was correctly criticized.

Answers:

1. McClellan had a clear ethic responsibility to be loyal to President Bush. While he

was perfectly within his rights to write a critical appraisal of the Bush White
House, the ethical thing to do would have been to air his grievances while he was
still employed as a Presidential counselor.

2. “Loyalty” to one’s employer – even when the job is over – is one key issue here.
Sure, public relations people can share secrets and confidences about those for
whom they have worked. But is it ethical to do so? I wouldn’t do it.

Discussion Starters

1. Ethics are the guidelines and standards that govern our society.

2. The state of ethics in all sectors of society leaves something to be desired.

3. Ethics are vitally important in the practice of public relations.

4. Even before the CEO scandals of 2002, corporations were concerned about how
society judged them. The revelations of 2002 made corporate codes of conduct
even more imperative.
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 5. This is the responsibility of corporations to serve the public good, even beyond
producing worthwhile products and services.

6. Scott McClellan’s memoirs brought into question the ethical responsibilities

relative to confidentiality and loyalty, of someone entrusted as a public relations
representative.

7. In the attorney/adversary model, the client’s best interests are paramount over any
other. In the enlightened self-interest model, the public good is sacrosanct.

8. The public ought to be less tolerant of ethical violators, because it has had its fill
of self-dealing, unscrupulous executives, who rob from the public to line their
own pockets. On the other hand, there are many contemporary examples of the
public granting “second chances” to those who have violated ethical standards.

9. These six values underpin the desired behavior of any public relations
professional to practice: 1) advocacy, 2) honesty, 3) expertise, 4) independence,
5) loyalty, and 6) fairness.

10. A public relations professional must be an advocate for his/her client but always
an “honest broker,” who never ever lies.

Case Study: Doing the Right Thing by Making a “Hurd” Decision

For decades, the Hewlett-Packard Company, or HP, was one of Silicon Valley’s most
respected technology companies.

In 2005, HP appointed Mark Hurd, a no-nonsense, 25-year computer industry veteran, as

CEO. Hurd proved himself a solid, low-key leader, well respected by Wall Street and the
media.

Five years later, HP abruptly announced Hurd’s resignation, allegedly for “fudging on his
expenses.” Hurd was found to be having a two-year affair with a female contractor. The
affair included dinners, often on business trips, for which the CEO charged the company
but failed to report that he dined with his friend the contractor.

In making its announcement, HP said that after an extensive investigation, it found that
he committed no violations of law but rather violated the Hewlett-Packard Code of
Conduct. So the board had “no recourse” but to ask for and receive Hurd’s resignation.

The HP board’s action proved that the company’s Code of Conduct represented a
mandatory pact to which every employee, regardless of rank, was a subject. In taking
strong action against the highest ranking individual in the company, HP’s board took the
high road and distinguished itself.
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Answers
1. Hewlett-Packard’s board could have looked the other way, quietly slapped the
CEO on the wrists, and hoped nothing would be made public. Two, HP could
have announced Hurd’s resignation to “pursue personal business opportunities”
and offered no further explanation.

2. Absolutely. In firing Hurd, the board used a disassociation strategy to distance HP

from the CEO’s questionable ethical behavior.

3. In addition to suffering in the court of public opinion, HP could have also lost
considerable value in the stock market. As noted in the case study, a successful
company that actually stands for something is the best financial investment in the
long run.

Chapter 6 Review Quiz (* Indicates Correct Answer)

1. The study of ethics concerns _______________.

A. Right v. wrong
B. Fairness v. unfairness
C. Honesty v. dishonesty
D. All of the above *

2. Corporations have adopted corporate codes of conduct to _______________.

A. Increase public confidence

B. Stem the tide of regulation
C. Improve internal operations
D. All of the above *

3. Corporate codes of ethics contain the following broad areas of commentary

_______________.

A. Return on assets
B. Conduct and affirmative duties *
C. Profitability analysis
D. Strategic guidance

4. The norm that holds that any social institution is responsible for the behavior of
its members is _______________.

A. Social responsibility *
B. Public communications
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 C. Management by objectives
D. Management by walking around

5. The broadcaster who bit the dust as a result of an ethical scandal in 2005 was
_______.

A. Brian Williams
B. Dan Rather *
C. Larry King
D. Tom Brokaw

6. It is imperative that public relations practitioners emulate _______________.

A. Moderate standards of ethics

B. Ethical standards equivalent to marketing professionals
C. Ethical standards equivalent to lawyers
D. The highest standards of ethics *
7. In the final analysis, the ethics of any organization comes down to
_______________.

A. Its policy statements

B. Its corporate mission
C. Its people *
D. Its programs

8. Television journalists have been confronted with disturbing ethical dilemmas.

A. True. *
B. False.

9. Conflicts of interest shouldn’t be discussed in corporate codes of ethics.

A. True.
B. False. *

10. Social responsibility should be optional for any company.

A. True.
B. False. *

11. A statement of corporate philosophy is necessary in creating a corporate code of

ethics.

A. True. *
B. False.

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 12. The queen of domesticity trapped in an insider trading ethical scandal was Rosie
O’Donnell.

A. True.
B. False. *

13. Name the six qualities of the public relations professional, cited in the PRSA’s
ethical code.

Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness

14. A partial list of social responsibility categories might include what elements?

Product lines
Marketing practices
Employee services
Corporate philanthropy
Environmental activities
External relations
Employment of minorities and women
Employee safety and health

15. What are several key ethical principles for public relations people?

Deal fairly with clients and employees.

Adhere to truth and accuracy and generally accepted standards of good taste.
Conduct their lives in accord with the public interest.
Not intentionally communicate false or misleading information.

Chapter 6: Essay Examinations

1. Discuss the essence of public relations ethics.

The ethics of public relations means, “Doing the right thing.” The cardinal rule of
public relations is to tell the truth. If a client suggests lying about something, it is
the duty of the public relations professional to point out the fallacy in such an
approach and convince the client to change course. Failing that, an ethical
practitioner cannot afford to be associated with deceit or untruth.

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2. Discuss the fundamental difference between public relations ethics and legal
ethics.

Lawyers tell a client what he or she “must do” to defend himself in a court of law.
Public relations professionals tell a client what he or she “should do” to represent
him or herself in a far different court—the court of public opinion.

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